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Hyundai Becomes Major Sponsor of the Grammys with Veloster on the Red Carpet

When you tune into the Grammy nomination show on Nov. 30, you are going to see the Hyundai Veloster all over the place as part of a new sponsorship between the Korean automaker and The Recording Academy, which produces the Grammy Awards.

Tapping into the power of music, Hyundai joined forces with music’s biggest brand – The Recording Academy (internationally known for the Grammy Awards) – to become its “Official Vehicle Partner.” The multi-year partnership extends well beyond awards night and will result in original music projects sure to please music fans across many genres and categories.

Hyundai is a smart company when it comes to its marketing dollars, which indicates The Grammys must be among the hot tickets for 2012, including the Nov. 30 broadcast of the Grammy Nomination show on CBS. Hyundai has been actively involved in sports marketing with a PGA sponsorship and heavy involvement in the World Cup in soccer.

Music has been a focus of the company recently. It sponsored Veloster events in five cities around the country with a heavy focus on in-car entertainment. At the launch of the Veloster in Portland, Ore., the brand played up its association with Pandora, the Internet music service that is growing by leaps and bounds as it becomes available in cars.

In addition to being the exclusive Grammy vehicle partner, Hyundai is working directly with The Recording Academy to identify and support new projects reflecting the brand’s creativity and desire to celebrate music year-round.

Hyundai will play a starring role for the Grammys as both the “Official Vehicle Partner” of the Grammy Awards and Grammy Week. Hyundai’s partnership begins with two 60-second spots on the Nov. 30 CBS Grammy Nomination Show which will include content from the Re:Generation Music Project as well as behind-the-scenes footage. Then, as part of Grammy Week, Hyundai vehicles will grace the red carpet, chauffeur stars to the awards ceremony, and be on display at the official Grammy Celebration® after-party, as well as the Special Merit Awards and Grammy Nominee Reception.

The only thing worth wondering about is the part where Velosters will be used to chauffeur stars to the awards ceremony. How to put this delicately? Starlets might want to make sure they are not going commando because the Veloster is a low-slung car that could provide paparazzi with some unforgiving angles.

"We are thrilled to partner with Hyundai to connect fans and car consumers to the power of music on Music's Biggest Night and throughout the year," said Evan Greene, chief marketing officer for The Recording Academy. "Our brand partnership celebrates excellence in music and innovation, and we look forward to nurturing this relationship with exciting and creative projects over the next year."

“The all-new Hyundai Veloster, our three-door sporty coupe, connects with an audience that loves music,” said Steve Shannon, vice president of marketing, Hyundai Motor America. “Music and driving go hand-in-hand and Veloster gives creative individuals the tools to re-imagine a modern music soundtrack. Over the next few years, we’ll commission original works of art and new music projects that we can share with music fans everywhere, and the Re:Generation Music Project is the perfect kick-off to our collaboration with the Grammys.”

A trailer of the “Re:Generation” film is available at: Regenerationmusicproject and at Music videos and song downloads for all five music tracks will also be posted. More than 1.25 million visitors have already accessed content from the Re:Generation Music Project through social media channels. As the sole benefactor, Hyundai will also bring the story, content and experiences to this creative audience through film screenings, music festivals, digital apps, social media, online streaming and PR over the next 12 months. The Recording Academy will help make the film available by hosting special screenings and through its own social media channels.